Twitter Marketing Powers #TornadoWeek for The Weather Channel
In April 2013, Vert received an RFP from The Weather Channel with a simple goal: “generate buzz and create awareness via social media” around Tornado Week, seven days of original programming centered around one of nature’s most impressive storms. The timeline? Less than a month to create, launch, and execute a campaign from start to finish.With #TornadoWeek, we did just that. From April 29 – May 3, 2013, we challenged Twitter users to help us build a tornado inside The Weather Channel’s office. Every mention of the #TornadoWeek hashtag boosted the winds a few Weather.com interns would face, and the world was invited to engage with their experience in real time via YouTube live stream. On Day 1, we hooked-up our custom Twitter marketing tracker app at www.weather.com/intern to 11 high-speed, industrial-power fans surrounding the interns’ desks. Then we hit ‘Play’ on the live stream… and watched the campaign go viral.
Day 5, earned, owned and paid media had generated 49,691 unique tweets with the #TornadoWeek hashtag; 63,290 visits to the weather.com/intern landing page; 539,496 minutes watched of our “intern office” which reached a top “Effective Wind Speed” of 140 miles per hour. In addition to impressive social numbers, #TornadoWeek garnered 10 million earned impressions through media coverage from The Huffington Post, Mashable ABC News, The TODAY Show and others – as well as another 10 million Twitter impressions from influential blogs and media outlets who tweeted with the hashtag.
Vert quickly came on board, understood our needs and delivered an incredible Tornado Week campaign that exceeded our expectations.Barndon Uffner, Marketing Manager at The Weather Channel
- W3 Awards 2013
Silver Most Innovative Campaign: The W3 Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites and marketing programs.
- OMMA AWARDS
Finalist for Best Viral Campaign: The OMMA Awards celebrate the year’s most innovative and brilliant online advertising creative, campaigns and websites.
- MarCom Awards
3 Platinum for Best Viral Campaign: The MarCom Awards is to honor excellence and recognize the creativity, hard work and generosity of marketing and communication professionals.
- Digiday Video Awards
Finalist for Best Social Video Advertising: The Digiday Video Awards honor overall excellence and breakthrough achievement in video media, marketing and advertising.
- iMedia Agency Awards
Finalist for Campaign of the Year: The awards recognize agencies that were key drivers of industry innovation throughout the year.